Shearings Holidays has launched five versions of its 2010 UK & Ireland brochure to increase its regional focus with agents.
Last year the operator produced north and south of England versions of its 2009 brochure.
For 2010 it is offering more regionalised brochures to make it easier for agents to sell tours from local joining points. It has split the UK into the north west; north east and Yorkshire; west and east Midlands; south west and south Wales and south-east; with each brochure listing local joining points.
Commercial director Caroline Brown said: “We want to increase our regional focus with the trade.”
The operator, which is also considering expanding its own shop network, is producing two editions of its UK brochure for the first time. Its 2010 brochure is out two months early and a second edition is planned for December.
The brochure has 30 new UK tours, including a pull-out winter breaks supplement, and features its two new hotel brands: Bay, and Coast & Country. This follows a £7 million-plus investment, including more than 100 new premier and superior rooms, and consumer research.
The operator has also launched its 2010 River Cruise brochure, which expands its range of third-party cruises from nine to 14, and its Europe brochure, with 12 new itineraries. It launches its first sea cruise brochure in October with All Leisure Group’s cruiseline Voyages of Discovery. Prices lead-in at £799 for an eight-day Spring time and Norwegian Fjords cruise from Harwich, including coach pick-up.
The brochure features 23 itineraries on MV Discovery, most ex-Harwich but some fly-cruises. Destinations include the Baltics, Norwegian fjords, British Isles, and Mediterranean, and offers coach transfers to the port. Product development manager Patricia Birmingham said: “We see our partnership with Voyages of Discovery as long-term but will look to work with other cruiselines in future.”
To date the operator has only “dipped its toe” in ocean cruises, said marketing manager Chris Barker. A standalone brochure launch has been prompted by its success in river cruises – sales are 18% up year on year – and the desire to attract younger “baby boomer” customers.